EatDrinkMEDIA.ca has been oontracted to provide social media and research services to the Comox Valley Farmers' Market. In 2013 we conducted exit surveys twice a month, as well as providing a link to a more extensive online survey at http://j.mp/CVFMsurvey. These are the preliminary results approximately 6 months into the survey.

1. Preliminary Findings:
Comox Valley Farmers' Market
Customer Research
Becoming a better “grocery destination”
The findings in this report are preliminary. They are based on twice-monthly exit
surveys at the Comox Valley Farmers' Market (“the market”), as well as a more
extensive online survey. They are also based on my conversations and interviews
with producers since I began sponsoring social media and research activities with
the market.
This survey work is built on the basic assumption that the market wants to be even
more successful as a “grocery destination” – a place that more people choose to
buy more of their weekly fare.
Anecdotally, the market is already successful. These preliminary findings confirm
this. When asked about reasons for coming to the market, people show a genuine
enthusiasm for the market’s mix of social, cultural, and commercial activities. They
express general satisfaction with what the market provides, and are thoughtful
when considering what could make the market a better, more fulfilling food
shopping experience.
Preliminary conclusions: For the market to become more successful, it needs to
address issues of convenience, perceptions about pricing and variety (or lack
thereof), and basic marketing.
Why did you come to the market today?
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2. Local, Organic, Price?
Consistent with recent findings in a cross-BC survey, market shoppers value “local” over
other factors, including “organic” and “price.” As a secondary criteria, of those who
chose local first, price and organic are approximately equal in value.
When asked if local, organic food is expensive at the market, 25% disagreed, 16% said it
wasn’t important, 15% didn’t know, and 44% agreed. Of the 44%, a significant majority
added comments appreciative of the work of farmers, adding that the higher quality food
is (generally) worth the cost.
Paradoxically, when asked what would it take for shoppers to increase their market
shopping, “better prices” is frequently mentioned.
Preliminary conclusion: Shoppers WANT to support producers; they’d find it easier to
do so if prices were lower. As we’ll see, there are also issues of convenience.
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3. What percentage of your weekly grocery budget do you
spend at the market?
67% of market shoppers surveyed spend more than 20% of their weekly grocery budget
on “local food.” Only 33% of market shoppers surveyed spend more than 20% of their
weekly grocery budget at the market.
Preliminary conclusion: Market shoppers represent the easiest opportunity for growth of
sales by market vendors. That 50% of those committed to “local food” are finding other
sources for their groceries means that the market isn’t meeting needs. What can be done?
We’ve been asking two related questions, and a third related to an approach in marketing
I tested this past spring:
1. What would it take for the market to attract more of your shopping budget?
2. What is the market missing?
3. If the market had a weekly “fresh sheet” would this increase your local food
shopping?
As the survey evolves we are asking new questions that should help producers plan for
future seasons and expanded sales.
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4. What would it take for the market to attract more
of your grocery budget?
While “better prices” is constantly mentioned when shoppers explain why they don’t
spend more of their budget at the market, the most common answer given has to do with
wanting – MORE:
• more hours (or later hours) on Saturdays (and Wednesdays),
• more days of the week,
• more variety of produce,
• more fruit – even if it’s not local, ie. people see BC fruit as “local enough.”
Preliminary conclusion: While price is a barrier to growth of sales for existing market
shoppers issues of convenience and variety are perhaps easier to address. Issues of
convenience that the market has control over: extending hours, days of operation. Issues
of variety that producers can control: providing a broader variety of produce so that the
market is more of a one-stop-shop for local food shoppers.
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5. What’s missing?
Most people say “nothing” is missing, but often add something they’d like to see. So
what’s really missing? More...
• more vendors (more variety in what vendors are providing),
• more or better parking (or better transportation/accessibility),
• more kids’ activities,
• more shelter - from the sun in summer, from the rain in the spring and fall,
• more crafts? No: some want crafts, but most who mention crafts are grateful the
market is focused on food, not crafts.
Conclusion: This variation of the previous question suggests ways in which the market
could become more convenient and attractive to existing shoppers: more variety in
produce, better parking (or addressing the transportation issue at the summer market),
amenities like kids’ services and shelters.
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6. What about marketing?
Currently, shopping at the market is a hit-and-miss affair. Many shoppers assume certain
things are in-season, but there is no way, except for occasional Facebook posts, for the
general shopper to know what is “new,” what is “almost gone,” what is “on special.”
Would more effective marketing make a difference in how dedicated market shoppers
spend their “local food” dollars? Anecdotal evidence, and preliminary results from a
recent addition to the online survey, all suggest it would.
In the spring of 2013 I conducted an experiment in creating an online weekly “fresh
sheet” using Pinterest, and distributing via Facebook and text messaging. Several of the
vendors who were willing to participate remarked that the visual fresh sheet had a
positive impact on sales.
Recently I began asking market shoppers (in the online survey) whether a weekly “fresh
sheet” would help them spend more of their “local food” dollars at the market. Initial
results: 69% say a “fresh sheet” would help increase their spending at the market.
Preliminary conclusion: Grocery stores have weekly sales sheets with full-colour
pictures of in-season and sale produce for a reason: it inspires shoppers to buy. The
market would do well to explore ways to produce a weekly “fresh sheet,” and find ways
of getting this information into the hands of shoppers. See “Marketing…” below for more
on this.
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7. Who’s shopping?
The most common market shopper surveyed is female, in her mid-late 50s, and is either
single or lives with a spouse. Of those who responded, income is fairly evenly
distributed. However, anecdotal evidence from producers corroborates findings in other
communities: there is a trend at farmers’ markets of younger shoppers, many with young
families, seeking healthy, nutritious food.
Preliminary conclusion: The market has strong support from an aging “boomer”
population, but a shift is taking place. The future of the market, and especially for those
who are producing organic food, is in connecting with a younger demographic that is
motivated by food security, ethical/political, and health concerns to buy organic, local
food. While they are not as wealthy as “boomer” customers, they are putting a priority on
health and nutrition.
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8. How to reach them?
How does the market communicate what’s in season? How does it “tell the story of the
producer,” what they’re selling, and at what prices?
56% of those surveyed say they found out about the market by “word of mouth.” 18%
said “other” - including street signage. 12% said a story or ad in the local newspaper. 9%
said Facebook.
Of those surveyed, approximately 1/3 know about existing Facebook, website, and
newspaper channels.
When asked about interest in a periodic market email newsletter, 49% say they are
interested, and have provided email addresses.
As mentioned earlier, preliminary results show that 69% of respondents say that a weekly
“fresh sheet” would help them spend more of their “local food” dollars at the market.
Preliminary conclusion: The market already has an established, successful “brand.” The
market should pursue opportunities (email newsletter, weekly “fresh sheet,” outreach to
younger demographic via online and collaborative approaches) to build and expand the
reach of this brand.
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9. Additional observations and suggestions
Convenience issues
• location crops up as a transportation and/or parking issue: people generally like the
Headquarters’ Road issue for its rural ambience (but don’t like the parking, access
issus); they like downtown for it’s accessibility AND its proximity to other
shopping and services;
• hours: while no one asked for the market to open earlier, many asked that it be
open later or longer;
• frequency: while many indicated they would not shop at a mid-week market, many
others said the 9-12 Saturday time/day configuration did not work for them as
working people, working parents;
• kids’ services: if the young family demographic is the market’s next growth area,
accommodating and incorporating kid-friendly activities and services is important,
and could possibly give the market a marketing advantage over traditional grocery
stores.
The emerging young shopper
This demographic gets its news and information in different ways than most of the
market vendors. Reaching them is critical for the long-term future of the market.
Research in other jurisdictions viz this demographic and their interest in healthy, local
food suggests the need for novel approaches that address convenience or ease of
shopping. Many young people don’t own cars, so driving to the market is an obstacle.
Many young people work outside the 9-5, Mon-Fri norm many of us understand as the
“normal” work week. Price is an issue (many young, ethically-motivated and healthconscious food shoppers work multiple jobs at low wages, especially in the Comox
Valley), but there is willingness to pay for health and food security.
“Variety” issues
While most people who mention lack of variety and/or glut of one kind of produce (ie.
“Why would I buy kale at the market when I can grow it myself?”) appreciate the
seasonal nature of the market, their concerns raise several opportunities:
• weekly (or monthly) recipes in a newsletter, “fresh sheet,” and on the market blog
showing a number of ways of turning the glut of the season into a variety of
flavours;
• inviting local chefs to do a monthly focus on what’s in season and inviting them to
promote their activities beyond/outside the market - this both educates market
shoppers about what is in season AND it attracts new shoppers;
• proposal: to work with hpm/ EatDrinkMEDIA.ca to create an “Inspired by the
Market” cookbook that incorporates a year’s worth of the above into a revenuegenerator AND a marketing/educational resource.
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10. Next steps, in market research
As we interpret the data to date, and as I talk to market producers about your issues, the
survey tool evolves. For example:
• To address the persistent concern with “variety,” there is now a survey question
about products that are not currently available, but that shoppers would buy
regularly if they were available (the figure above is from other research on “5
staples” those surveyed have on hand at all times, useful information for growers);
• After the successful “test” of a market flyer, there are now questions about interest
in a market newsletter and a weekly “fresh sheet.”
As is clear, the market has dedicated regular shoppers. What is also clear is that most, if
not all, of these market fans only spend part of their “local food” dollars at the market.
• How to create the conditions so that they can spend more at the market? And,
• How to attract new customers?
There is a need to keep probing existing customers about how to make their shopping
experience more successful. There is perhaps a greater need to reach out and probe nonmarket shoppers about their attitudes towards the market. “Local food” is a growing
trend. Among young families, “organic” or “healthy” food is a growing trend. The market
is well-positioned to attract more customers. How to do this is what this market research
is all about. I look forward to giving you the next update
hans peter meyer
EatDrinkMEDIA.ca / hanspetermeyer.ca
"Social Media + Research Sponsor, Comox Valley Record 2012-2013
November 28, 2013
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